USA: Smithfield Foods launches Pure Farmland plant-based range

Smithfield Foods, the US meat processor, has announced it is venturing into plant-based foods with the launch of a new brand range called Pure Farmland.

The Pure Farmland line comes as meat-free breakfast patties, meatballs, burger patties, and pre-seasoned protein starters, designed to help consumers “grow their plant-based protein options for all meal occasions, including breakfast, lunch, dinner, and appetizers”. All the items are described as being made with ingredients such as soy protein and coconut oil together with natural flavours, and are also claimed to be gluten and dairy free, and a good source of protein.

Commenting on the launch, Smithfield Foods chief commercial officer, John Pauley said: “We’re thrilled to announce the launch of this new product portfolio under our Pure Farmland brand. We’ve been exploring the alternative protein space and have taken our time to get it right. With this launch, we are bringing together our expertise in creating market-leading food products, our organizational commitment to sustainability, and our deep understanding of flexitarian consumers, to deliver a broad variety of flavourful plant-based protein choices that consumers want and can afford at a great value”.

Smithfield Foods is the latest North American meat firm to make a major foray into plant-based foods, following the lead of rivals such as Tyson Foods and Maple Leaf Foods.